Spotify's new brand campaign from Wieden + Kennedy sings a number of different tunes—employing everything from '80s nostalgia to present-day political anxiety—as it mines the app's data to tell stories about how its users enjoy particular tracks.
The campaign features three new TV spots, including—perhaps most notably—one with Falkor, the dragon-dog from the 1984 fantasy film The NeverEnding Story.
The point of the ad is simple: "The NeverEnding Story," the song by the English pop singer Limahl, is streamed at least once every day by someone in the world. In the spot, Falkor remarks on this oddity, as does Atreyu, riding on his back—except Atreyu is no longer a 12-year-old boy but a 44-year-old man.
That's because W+K New York got Noah Hathaway to reprise the role. And in fact, that's Alan Oppenheimer doing the voice of Falkor, as he did in the original movie.
Check out the spot and a behind-the-scenes video here:
Two other spots focus on other other random data tibdits. The first is that the Flo Rida track "My House" keeps popping up in Spotify users' playlists about moving. The second is that Pope Francis has a rock album.
Those info-nuggets are amusing communicated in unexpected ways:
The ads, directed by Tim Godsall of Anonymous Content, begin airing Monday on TV, in cinema and online. Digital and out-of-home ads drive to custom playlists available for free to all Spotify and non-Spotify users. Those playlists are available at NeverEnding80s.com,MovingUpToCanada.com and RockingNuns.com.
The OOH includes a life-size mural of Falkor hand painted in Williamsburg, Brooklyn, N.Y.
The idea to focus on the Spotify stories behind the songs, not just the songs, came from a need to start a conversation beyond hard-core music fans. Thus, the message is: If you don't use Spotify, you're missing out on a fun, collective experience—as well as great music.
CREDITS
Client: Spotify
Chief Marketing Officer: Seth Farbman
Vice President, Creative, Brand Strategy: Jackie Jantos
Global Brand Director: Alex Tanguay
Global Creative Director: Alex Bodman
Vice President, Global Consumer Marketing: Amy Ferris
Head of N.A. Consumer Marketing: Marian Dicus
U.S. Marketing Manager: Alexander Cole
Agency: Wieden + Kennedy, New York
Executive Creative Director: Karl Lieberman
Creative Directors: Erwin Federizo, Brandon Henderson
Art Director: Jed Heuer
Copywriter: Will Binder
Creative Tech: Craig Blagg
Senior Producer: Orlee Tatarka
Head of Content Production: Nick Setounski
Account Team: Casey Jennings, Molly Friedman, Kerry O'Connell
Head of Art Buying: Deb Rosen
Art Buyer: Ali Berk
Head of Project Management: Yann Samuels
Senior Interactive Strategist: Tom Gibby
Senior Social Strategist: Jessica Abercrombie
Group Media Director: Ryan Haskins
Business Affairs: Sara Jagielski, Keri Rommel, Lindsey Timko
Broadcast Traffic Supervisor: Sonia Bisono
Print Producer: Jeannie O'Toole
Retouching: Chris McClelland, 150 Proof
Studio : Tara Kennedy, Chris Kelsch, Nathan Dalessandro
Creative Services Director: Chris Whalley
Studio Manager: Jill Kearton
Production Company: Anonymous Content
Director: Tim Godsall
Executive Producer: Eric Stern
Directors of Photography: Andre Pienaar, Darko Suvak
Editorial Company: Final Cut
Editor: ("NeverEnding"): Michael Dart Wadsworth
Editor ("Nuns" and "Moving"): Jeff Buchanan
Assistant Editor: Spencer Campbell
Post Producer: Jamie Nagler
Post Executive Producer: Sarah Roebuck
Visual Effects Company: Method Studios
Executive Producer: Angela Lupo
Senior Producer: Heather Saunders
Lead Flame Artist, Creative Director: Tom Leckie
Music Supervisor: Beth Urdang
Mix Company: Sonic Union
Mixer: Steve Rosen